A landing page is a great way to improve your internet marketing, especially pay-per-click (PPC) advertising. It is distinct from your main website because users can click through the information and get answers to their questions with minimal effort on their part. It’s a great place to host content like an article or video. And you can have a very specific call to action like having the user fill out a survey or submitting a complex form.
Well-designed landing pages improve brand exposure and increase sales. You’ll generally create new landing pages to advertise a new product or service, or to drive specific segments of your customer base to convert.
Here are the top five important elements of a successful landing page:
Targeted Marketing
As a business owner, you want to ensure that your landing page is targeting the right segment of your audience. Doing this ensures that you're targeting high-quality users who are more likely to buy that product.
Once you have defined your target audience, make sure all of your design, copy and call-to-action decisions are focused on that user. It’s easy to define your target audience but a lot of times actually focusing on what exactly they are motivated by can get lost on broader pages like your website’s home page. A landing page is a great opportunity to cut right down to the specific needs of that target audience and offer more detailed information that will help them make a buying decision.
Understanding your customer and tracking insights about them as they purchase is essential to hone your marketing efforts. Make sure your landing pages are hooked up to your analytics tools so you can compare activity with your other website pages.
Captivating Headline
If your landing page is driven by an ad, you’ll have to create an engaging headline for that ad. Your landing page headlines need to offer a little more information than the ad but still be concise and create a great hook. We’re talking about having only literal seconds to capture your user and get them to keep reading so a captivating headline is worth your time and energy. By keeping the title short, sweet, and to the point, you can get their attention and get them to read more.
Just as important as the headlines are the subheadlines. This secondary title adds to the main title and gives readers a lot more information.
Struggling to come up with great headlines and subheadings? If you have the elements and keywords you want to use, try Copy.ia. It’s a great piece of software that uses AI to come up with hundreds of headlines that you can use or use as a starting point.
Concise Copy
Persuasive copy is crucial since it guides your readers toward your call to action. Use this page to showcase your unique value propositions or how your product or service is valuable to them over the competition.
Remember that you are writing for highly-mobile customers. Ensure your copy is concise, on point, and clearly shows them how your product or service can provide solutions they are looking for in a brand like yours. Being overly wordy or taking paragraphs to make a point will lose your audience, even if they can benefit from your product or service. Find the right balance by doing A/B testing and choosing the one that generates the most engagements.
Compelling Sales Pitch and CTA
We’ve talked about targeting your audience with the right value propositions but now you must focus on your pitch and call to action. Content marketing comes into play here because the current market is wary of aggressive, in-your-face selling. Every time you lead customers or visitors to a landing page, you must provide value so that your sales pitch will hit your target.
If you are a service provider, give them something in exchange for whatever your call to action is. If it’s to get their email, offer a free piece of content like a worksheet they can use or a guide or free resource.
Ask them to fill out a questionnaire and give them an evaluation based on their response. At Torch, an example of this is our free website audit. If they share their information we’ll create a short video review of their website’s home page with suggestions they can implement on their own but they always lead to engagements for us.
If you are selling a product, go ahead and put a “buy now” button on the product but you can also offer content about the product in the form of user reviews and testimonials. The more authentic, the better.
No Exit Points
Since landing pages are intended to focus on a single offer, external links should be limited to the privacy policy and terms and conditions. You need to design the landing page so that there are no exit points like links to non-converting pages.
You can do A/B testing on your landing pages to test which ones generate the most number of click-throughs and conversions. Proof your landing page from abandonment or high bounce rates as much as possible, so you maximize every landing page you create.
You of course want to make it easy for users to learn more about you but remember, a landing page is a unique web page with a single focus and therefore you can abandon some of the standard practices used on your website.
Conclusion
A landing page is an excellent way for you to promote your products or services. You can easily target the right audience and make sure that you get a high conversion rate for your landing page. If you're trying to promote your landing page through a paid ad, ensure that you're providing a landing page that will help boost conversions to make the most of your marketing spend. As always, make sure you are collecting data about your pages, otherwise, you’re spending money and have no idea what’s working and what’s not.
If you need a landing page design that converts, Torch Digital Labs can help you. Our aim is to aid businesses in hitting their digital goals with the latest tools. You don't have to be overwhelmed by digital marketing technology because we can handle the nitty-gritty of online digital strategies while you focus on growing your business. Contact us today!
